Dive Brief:
- Marriott International unveiled the newly renovated W Hollywood, the West Coast flagship of its luxury lifestyle W Hotels brand, the company announced Tuesday.
- The 319-key, 300,000-square-foot hotel underwent a full renovation following owners Trinity Fund Advisors and Oaktree Capital Management’s $197 million purchase of the California property in 2021. The revamp touched the property’s guest rooms and amenities, including its fitness center, gathering spaces and dining concepts.
- The renovation was part of a multiyear brand evolution for W Hotels in North America, according to Marriott. Marriott is strategically expanding its luxury portfolio amid heightened demand in the segment.
Dive Insight:
In a move to redefine its W Hotels brand, Marriott has pulled “inspiration from the next generation of luxury travelers” in the design and renovation of W Hollywood, the company detailed in a Tuesday release.
“This hotel was tailor-made for the modern traveler who craves authenticity, creativity, and a deep connection to the cultural fabric of Hollywood,” George Fleck, senior vice president and global brand leader for W Hotels, said in a statement. “We have crafted an experience that not only reflects the vibrant spirit of this iconic destination, but also sets a new standard for what W Hotels represents on a global scale.”
The vision of New York-based design and architecture firm Rockwell Group, the hotel’s renovated guest rooms and suites offer bespoke design elements aimed at “creating a luxurious, residential feel,” per Marriott. The rooms include curved seating areas, oversized encased window seats and custom light fixtures.
W Hollywood has revamped amenities and gathering spaces such as a “secret garden-like oasis,” deemed the Living Room, which includes a conversation pit, a bar and a grand fireplace. The property also offers an outdoor gathering space, The Garden, and several new food and beverage concepts.
On the rooftop, bars Sunrise and Sunset offer poolside services, and events venue Loft features panoramic views of Los Angeles and the Hollywood Hills. According to Marriott, Loft will be “equipped with a custom immersive, audiovisual mapping system to create a dynamic and interactive sensory experience for guests.” The space is designed to host events like experiential artist showcases, Marriott detailed.
The property’s renovation is years in the making, according to the Los Angeles Business Journal, which reported in December 2021 that the owners planned to invest millions into the hotel following their acquisition of the property. However, the project has not been without challenges. In December, the Los Angeles Times reported that the hotel had a persistent rat infestation that was known of but not handled by management.
The property’s debut comes amid Marriott’s larger push in luxury, a segment forecasted to see significant growth in the next year.
Marriott Chief Development Officer for U.S. Luxury Brands and Global Mixed-Use Dana Jacobsohn told Hotel Dive in June that luxury continues to be a top priority for Marriott as travelers increasingly demand the “world-class service and immersive experiences” that luxury hotels offer.
